NEW YORK: RF Binder Partners, the offshoot of Ruder Finn, has added both Ranbaxy Pharmaceuticals and Innozen to its client roster. The moves expand RF Binder's one-year-old healthcare practice to 30% of its total business, according to the firm.
Headquartered in India, Ranbaxy has been operating in the US since 1994, and is the ninth-largest producer of generic medications worldwide.
RF Binder will handle all US corporate and product communications for the company, including media relations, issues management, and generic branding.
InnoZen has turned to the agency for the launch and promotion of its new OTC eye treatment OptiZen. The product, which will be available in stores later this fall, is a lubricating eye drop for relief of symptoms associated with Computer Vision Syndrome, such as eye dryness, burning, and irritation. RF Binder's efforts will focus largely on raising awareness of this relatively new disease category.
"Everyone knows about carpal tunnel, but no one knows about this," said Amy Binder, president of the firm. "We need to let people know that this is a real problem that can be treated."